12 August 2021 0:00
Which email newsletter service to chooseLyudmila Mezentseva
Copywriter at expert-content.ru
Content:
What is email newsletters What are whatsapp number list email newsletters for? Types and kinds of email newsletters How does email newsletter work? An example of an email newsletter for an online store Types of email newsletter services Rating: the best email newsletter services Free email newsletters Summary
Email newsletters are the most “ancient” and still effective direct marketing tool. In 2017, Holistic Email Marketing and GetResponse surveyed 2,510 marketers around the world and found that email newsletters provide the highest ROI among other marketing tools. Although the number of clicks is significantly lower than the opening rate, marketers are satisfied with the return.
In this article, we will look at what types of email newsletters there are, which newsletter services are the best, and why they are needed at all.
What are email newsletters?
An email newsletter is an automatic sending of emails to a pre-collected database of recipients. Email marketing, in particular a newsletter, is the easiest way to build a trusting relationship with a client. But if you build an incorrect email newsletter strategy, it will work to your disadvantage.
To prevent mass email newsletters from turning into spam, send letters only to those who have subscribed.
Sending emails to those who did not agree to receive them is unethical and works to the detriment of your reputation. If a user complains about unwanted emails, the sender faces a lifetime ban from their resource.
There are rules on the Internet that must be followed when sending mass emails:
Write your letters correctly.
Send messages only to interested users - triggered email newsletters are more likely to be opened and clicked on.
Send messages only from corporate email.
Please stick to the shipping schedule.
Provide an unsubscribe form.
Use reliable email distribution services - they guarantee that your mass email distribution will not end up in spam.
Why do you need email newsletters?
A clear answer to the question "Why do you need to do email newsletters" will help you achieve the desired result.
A newsletter can solve several problems at once:
collect a customer base;
inform about new products and services;
offer promotions, discounts, special offers;
tell about news, release of new content on the site;
collect feedback from customers.
A regular and well-formed flow of letters helps to establish personal and trusting communication with the client. Through it, you will be able to:
increase loyalty to the company and products;
become an expert in the eyes of your subscribers;
increase sales volume, including repeat sales, and automate them;
to shape the needs of clients.
Corporate mailing within the company helps maintain communication with employees.
Types and kinds of email newsletters
There are two types of mailings:
informational, the purpose of which is to provide the audience with new information;
commercial ones, which are aimed at sales.
The division is conditional, since one letter can contain informational and sales content. It is important to maintain its ratio in the proportion of 70/30, depending on the main task of the letter. The same rule applies to the general concept of the mailing.
Informational messages will not increase sales, and frequent commercial customers will soon unsubscribe.
There is no single generally accepted classification of types of email newsletters. We adhere to the following:
Welcome. The first letter a subscriber receives after registering on the site or subscribing.
Digests. Company news, new useful publications on the site.
Sales - direct sales, hot offers, promotions and discounts.
Trigger. Sent to those who have already performed a target action on the site: made a purchase, put the product in the basket and did not buy, subscribed to updates.
Service. They are sent after the buyer has placed an order and before the moment of receipt: the order has been accepted, completed, sent, payment has been successful, the goods are waiting for you at the post office, wait for the courier.
To increase loyalty. Congratulatory letters, requests to leave a review after a purchase, reminders that the subscriber has not been on the site for a long time.
One letter may include features of several types of mailings.
Try the email newsletter service Sendpulse. If you have less than 500 subscribers, send up to 15,000 emails per month absolutely free
How does email marketing work?
In order for a series of letters to bring the expected result, it is important to accurately segment the audience and develop a communication strategy with it.
Understanding the audience will help information about:
subscribers: gender, age, interests, income, location;
their needs, pains, fears;
customer journey from awareness of need to purchase.
As for strategy, there is no universal model. When, what type of letters and how often to send, how to design, what tone of communication to choose - everything depends on the specific business.
How to organize a mass email distribution and hit the target?
Formulate this goal, preferably measurable. For example, increase traffic by 10% compared to the previous month. A good email newsletter allows you to track results.
Study your competitors: what they offer, how they place emphasis, how they lead through the funnel, formulate CTAs, what mailing service they use.
Think about how and with what you will attract users, plan the content: what tone to write in, what to emphasize, what to offer.
Create a chain of emails based on the customer's likely behavior.
A good email distribution system allows you to study the reaction to each letter down to the smallest detail. You can track:
where and who opens your emails more often - about 2% do not receive them at all;
how many times users followed links from them;
how many purchases were made through clicks;
why people unsubscribe - the unsubscribe rate is 0.5%.
The more detailed information your email marketing program provides, the more accurately you can adjust your strategy.
Example of an email newsletter for an online store
The e-commerce segment is very rich in content, but it is difficult to stand out and hook the client. Email newsletters for an online store usually include:
Welcome letter. In it, ask the client to confirm their email. Here you can also talk about the benefits of the newsletter, provide a link to the promised lead magnet.
Sales emails with seasonal or topical products. Show what the product looks like when it is used.
Trigger with special offers, promotions. If a person left an unordered product in the cart or looked at the product but did not put it in the cart, this is a reason to remind him about the store through the trigger mailing service.
Service. Keep the client informed about the payment and movement of the goods. Send messages when the payment has been made, the goods have been packed and sent. Indicate the tracking number, delivery date, and manager contacts for questions.
To increase loyalty. Ask to leave a review of the product on the site and offer a bonus for it. Limit the validity period of the offer, but give the client time to use the product.
Example of a sales letter for an online tire store
